Ad Week 2017: Communication Is Shifting from Words to Images to Sound

It is hard to wrap your head around the myriad events associated with Advertising Week.  This year the excitement ratcheted up for all things technology, specifically augmented reality, virtual reality, artificial intelligence and especially audio communication.  All these efforts are currently impacting and will continue to impact the media industry, placing strains on traditional business models and enabling new cutting-edge companies.  But a simple overview of all these technological bells and whistles belies some crucial brand and media oriented trends on consumer behavior. Here are some takeaways:

Communication is Changing from Words to Images
Just like the early cave paintings, images today are taking on a major form of communication and storytelling.  We are moving from the word to the image to express ourselves in the forms of photos, videos and emojis.  In fact, according to Lydia Daley, Senior Vice President Social Media and Branded Content Strategy, Viacom, "Visual imaging is currently the major form of Millennial communication."  Millennials value experiences over material things and are seeking authenticity in their interactions with brands.  It is simply not enough to talk the talk.  Brands need to demonstrate that they are good citizens with a compelling story.

Audio Is Not Only Not Dead, It Is Poised to Rule
As technology advances and households continue to adopt voice activated appliances, audio is slated to become even more popular as a way to communicate.  Just as Millennials are gravitating toward images, Gen Z is moving to audio.  Why bother searching the Internet when you can simply request Alexa to find the content for you?  "Podcasts will explode," as part of this audio-ification of communication, said Susan Panico, Senior Vice President, Strategic Solutions, Pandora.  Marketers will have to consider how they can best leverage podcasts and other audio formats to reaffirm their branding and best reach their consumers.

Gina Garrubbo (pictured at top left), President and CEO, National Public Media, emphasized the importance of what she termed “host driven authenticity” as an essential ingredient in both the strong connection that listeners have for audio content and in turn the efficacy of program advertising.

Data Buzz Continues
Data and its related topics of measurement, attribution and blockchain technology were discussed at many panels because, as the old saying goes, if you can't measure it, you can't monetize it.  Simulmedia's CEO and Founder Dave Morgan believes that "the biggest advancements in advertising over the next two years will happen in measurement and attribution."  This is already happening "as advancements in matching media exposures and purchase data at real scale" are leading to "real ROI analysis at a tactical, per campaign level," he said.

But there is still some trepidation concerning data quality.  "Advertisers can buy an incredible array of very precise customer targets now, but no one really knows what they are buying," noted Scott McDonald, President and CEO of the ARF.  "We need much better standards around data quality to provide better guidance to the market.

"An unambiguous rating system that can offer an independent 'grade' on the quality of data sold for ad targeting," might be possible in the next two years, he optimistically added.

Viewing Patterns are Evolving
According to Cindy Davis, Executive Vice President, Consumer Experience, Disney | ABC Television Group, the multi-platform environment is evolving into a new way for families to co-view.  Her department launched a new research study called "Togetherish" that examines the evolving way that households watch, share and engage with content.  "Consumers are changing very rapidly," she noted.  "We must understand what viewers want and what motivates them.  We want to know where viewing is going across devices and platforms."

What the study revealed is that there are eight types of households each with their own viewing dynamic.  "All types watch over 20 hours per week and all types find value in ad-supported content," Davis explained.  While 57% of all of these homes watch TV alone, this is deceiving.  Because of the plethora of devices, no one really watches totally alone anymore.  In fact, of that 57%, 21% are actually communicating with others virtually while viewing, leading to the term convergent viewing.  "Convergent viewing heightens engagement," Davis noted.  "They watch virtually together. They watch more deeply and feel deeply connected to characters on an emotional level.  We also see higher brand metrics across the board with convergent-viewed shows."

This article first appeared in www.MediaVillage.com

Advertising Week Launches With a Focus on Diversity and Inclusion

Advertising week is always a dizzying array of too many interesting panel choices. It is always difficult to choose - do I go to Data? Programmatic? Creative? Content? This year I began with the Talent and Empowering Women tracks that explored both the challenges and the personal triumphs that still need to be navigated through conscious and unconscious biases.

The Transgender Journey

Chris Edwards' emotionally fascinating talk, The Ultimate Rebrand: What We Can Learn From One’s Transgender Journey was of particular interest to me because my cousin is transitioning from male to female. Edwards’ relayed his personal story of navigating through gender identity at a time when it was not only unusual but also misunderstood and mislabeled. "Sexual orientation is who you go to bed with. Gender orientation is who you go to bed as," he explained. Born female, Edwards was able to use his skills as an advertising creative (EVP Group Creative Director at Arnold Worldwide) to "rebrand" himself and become the person he always felt he was.

Using his marketing experience, he decided first to evaluate the landscape. In 1995, the term transgender was not yet in use. The word was transexual which had very negative connotations. Edwards had to navigate through the terminology. The next step was to determine his brand message, which to Edwards was to be open and honest about the transition. Then he sought to develop a solid communication plan by engaging brand evangelists (close friends and business associates) and then, taking into account executional considerations, roll out his "re-branding". His advice was that "We need to acknowledge that we all have prejudices. The best way to help overcome prejudices is to tell your personal story rather than have edicts coming down from the organization. We need to feel empathy."

Diversity Recruitment and Retention

ESPN's panel on achieving diversity offered a good perspective on how to best achieve racial diversity in the corporation. And the issue is not just achieving diversity; It is also retention and inclusion in the workplace. As Marc Strechen, VP Multicultural Marketing at Diageo North America, explained, "We need to develop train and nurture talent. We believe in the freedom to succeed. People are held accountable at Diageo." Jack Myers, Media Ecologist, Chairman MyersBizNet, noted that although there are still big challenges in achieving diversity, there have been some recent inroads. "The recent General Mills announcement that requires all of their agencies' talent pools to reflect their consumers shows that clients can step up and be leaders." His work with the 1stFive.org summer intern event was held at Turner is year and included past interns to help create a sense of community. "Our efforts are focused on retention to keep them in the industry. We find mentors and encourage them to also be mentors to senior people in the industry."

But change cannot bubble up from the bottom. According to Molly West, VP Global Business Operations at ESPN, "If we want a cultural shift in a corporation, we have to do it from the top down." Myers agreed and said, "One of the biggest challenges is that we are talking to ourselves. We need to find ways to get changes at the senior management level. Men need to have zero tolerance for sexist, misogynistic and racist comments in any context, whether it's small private gatherings of men, or in their companies and advertising.”

Women's Empowerment

A subject close to my heart, the two panels I attended on women’s empowerment covered those who are trailblazers such as firefighter Regina Wilson who is the first female president of the Vulcan Society and those who have cracked the glass ceiling such as Geri Wang, President of ABC Sales. Both panels offered personal stories and perspectives on how success can be achieved and what challenges continue to vex.

Despite the advancements made by women in the workplace, we are still a long way from true equality. Women are still underrepresented in C-suite management and on corporate boards. There is still income disparity (Women earn only 79 cents to every dollar a man earns). Women communicate differently than men and this difference often prevents women from being fully included in discussions. Their ideas can be negated until “seconded by a man” as Nadini Ramani, Vice President at Twitter, explained. “Just being a woman changes everything,” she added.

Conclusion

I would like to think that as awareness of the importance of diversity increases in the workplace, we would enter a golden age of inclusion where anyone can go as far as their talents will take them. But I am still unconvinced that this will happen any time soon.

One of my previous employers had many women in leadership positions when I first joined the company but ten years later, a much smaller percentage of women occupy the upper echelons. Check any new start-up in the media field – from programmatic to data to technology - and chances are there will be no African Americans or women either in their C-Suite line positions or on their boards. If we are all truly committed to inclusion, let’s at least retain the diverse talent we have and create more representation on boards. 

This article first appeared in www.MediaBizBloggers.com